LIBRARY 

OF  THE 

UNIVERSITY  OF  CALIFORNIA. 

GIFT  OF 


Received 
Accession  No. 


.  i8g$. 
Class  No. 


IT  IS   HARD 

AND   YET 
IT     IS    EASY 


A   SCHILLING   &   COMPANY 

SAN   FRANCISCO 


Copyrighted  1896  by  A  Schilling  &  Company 
732880 


MONEY-MAKING  IS   HARD 

in  the  grocery  business  because  there  are  so  many        There  is 

money  in 

ways  to  Tail  and  so  few  ways   to   succeed.      Money-        groceries 
making  is  easy,  because,  when  the  way  is  found,  it  is 
so  clear  and  agreeable  to  follow. 

A  merchant  who  goes  about  his  business;  selects 
his  goods  carefully;  buys  them  at  a  fair  price;  sells 

,  .  ,         by  man  age- 

people  what  they  want;  keeps  his  store  clean  and  good-          ment. 

looking;  and  delivers  his  goods  on  time — that  mer- 
chant is  going  to  make  money. 

He  can  make  more  money  by  careful  and  proper 
newspaper  advertising.  But  this  is  a  dangerous  sub- 
ject. A  great  deal  of  money  has  been  lost  in  adver- 

J.    .  advertising. 

tising  because  people  do  not  understand  it;  they 
think  that  advertising  is  cutting  up  antics  in  the 
papers  and  saying  smart  things  without  regard  to 
what  they  mean. 

They  are  wrong.  Advertising  is  not  advertising 
unless  it  puts  the  reader  or  looker  into  a  mood  to  buy  antics; 


4  MONEY-MAKING 

your  goods.  Whatever  attracts  attention  and  at  the 
same  time  makes  people  respect  you  and  like  you 
and,  above  all,  want  your  goods — that  is  advertising, 
and  that  is  money-making,  whether  they  see  it  in  the 
papers,  or  on  the  fences,  or  in  your  store  window,  or 
in  your  store  itself. 

It  is  not  costly.  It  takes  considerable  attention, 
but  not  much  money. 

WHAT  IS  ADVERTISING? 

That  is,  what  makes  people  think  of  you,  and 
come  to  you,  and  buy  of  you  ? 

Some  time  ago,  we  saw  a  grocer's  window  in  San 
Francisco  plastered  with  signs  of  all  sorts:  a  cigar 
sign,  three  theatre  bills,  a  chewing-gum  sign,  a  cigar- 
ette sign,  one  minstrel-show  bill,  one  chew-tobacco 
sign,  and  one  soap-powder  sign.  We  actually  had  to 
•peek  in  between  the  signs  to  see  what  was  in  the  win- 
dow— lamp  chimneys  !* 

This  is  not-advertising. 


*  Since  we  began  writing  this  book,  that  grocer  has  closed 
his  store. 


MONEY-MAKING  5 

Another  example  of  not-advertising  is  the  following:        not  dirt; 

A  printer  we  know  of,  a  good  printer,  has  so  dirty 
a  shop  thaf  it  is  almost  impossible  to  believe  that  he 
can  do  clean  work.  If  we  had  seen  his  shop  before 
we  saw  his  work,  he  would  never  have  done  anything 
for  us. 

These  are  not-advertising — this  dirty  printer's  shop 
and  the  ugly  ungrocerlike  grocer's  window.  They 
turn  people  away. 

Not-advertising,  then,  is  turning  customers  away.       not  a  lot  of 
Dirt   or   untidiness    is    not-advertising:    telling   lies,       vulgar  and 

unpleasant 

whether  with  your  mouth,   or  with   signs,   or  in  the         things, 
papers,  is  not-advertising;  discourtesy  is  not-advertis- 
ing; having  loafers  in  the  way  is  not-advertising;  too 
much  pressing  the  sale  of  things  that  are  not  wanted 
is  not-advertising;  too  much  talk  is  not-advertising;- 
selling   goods  that   will  not  give  satisfaction  is  not- 
advertising. 

You  see  advertising  is  something  more  than  spend- 
ing money  in  the  newspapers.  It  is  making  every 
move  of  your  business  such  as  to  bring  people  to  you 
—  not  sending  them  away  to  your  neighbor  grocer. 
Everything  that  a  business  man  does  is,  in  a  broad 
sense,  advertising  or  not-advertising. 


ADVERTISING  IS 

This  i.      Clean  store.     Maybe  the   dirt  on  your  floors 

does  not  get  into  your  sugar;  but  if  your  floor  is  dirty 
do  you  blame  your  customers  for  suspecting  your 
sugar  and  your  tea  too  ? 

and  this;  2.      Good    management.      Having    everything    on 

hand,  ready  to  put  your  hands  on;  not  keeping  your 
customers  waiting  for  change  and  for  wrapping  up 
longer  than  necessary.  Clever  newspaper  advertising 
can  be  ruined  by  bad  store  management. 

and  this  3.     Neat  clerks.     Your  store  has  cost  you  a  good 

deal;  maybe  you  have  advertised  for  customers.  So, 
when  a  customer  comes  to  your  store,  you  can't  afford 
to  let  her  be  turned  away  by  ill-mannered  or  slovenly- 
dressed  clerks  or  loafers. 

and  this.  4.     Good  manners.     Courtesy  to  everybody,  well- 

dressed  or  not,  lookers  or  buyers — maybe  they  will 
buy  to-morrow.  It  is  impossible  to  suggest  a  standard 
of  manners  for  the  many  different  kind  of  stores ;  but 
this  is  certain:  a  store  should  never  be  stuck-up,  and 
it  never  should  be  rowdyish ;  it  should  always  be  com- 


MONEY-MAKING 


fortable.     Whoever  comes  into  it  should  feel  that  she          Your 

.  „  .  .  ,          customers 

is  welcome.     Of  course,  your  store  is  your  own  and        are  your 
you  can  act  as   you  like  in  it;  no  one  has  a  right  to         guests; 
question  you.   But,  if  you  do  not  make  people  comfort- 
able, they  will  go  where  they  are  made  comfortable. 
You  will  lose  their  trade. 

(This  does  not  apply  to  grocers  who  have  a 
"  monopoly  "  in  their  region;  and  yet  people  will  buy 
more  freely  if  they  are  made  to  enjoy  it.  Besides, 
someone  may  start  a  new  store  some  day,  if  the  old 
one  is  not  popular.  The  same  is  also  true  of  para- 
graph 7.) 

Above  all,  avoid  the  extremes  of  roughness  and 
toadyism — especially  the  latter.  Courtesy  is  always 
acceptable. 

5.  Frankness.  Don't  be  afraid  to  offer  a  sugges-  or  your 
tion  to  a  customer  for  fear  she  may  think  you  may  have 
an  "axe  to  grind."  There  is  no  reason  why  you 
should  not  make  money,  and  why  should  she  complain 
if  you  do  ?  If  you  don't  make  money,  how  can  you 
stay  where  you  are  and  bring  to  your  customer  the 
goods  she  wants  from  the  different  parts  of  the  world  ? 

Let  your  customer  See  (without  telling  her)  that 


8  MONEY-MAKING 

you  are  friendly — that  your  business  is  making  money 
by  serving  her;  and  that  the  more  you  can  serve  her 
the  better  you  like  it,  because  that  means  more 
money-making. 

Help  them.  6.     Help.     Do  your  customers  a  good  turn  now 

yotTgood  an<^  then,  though  it  may  cost  you  a  little  something. 
A  cent  spent  in  this  way  will  very  often  seem  a  dollar 
to  them.  A  little  help  given  with  a  great  deal  of 
courtesy  goes  a  long  way  towards  creating  good  will. 
Don't  lose  the  benefit  of  doing  your  customer  a 
favor  by  telling  her  about  it.  That  makes  her  feel 
mean,  and  you  don't  want  anyone  to  feel  mean  in  your 
store.  Help  her  as  if  it  were  a  pleasure  to  you.  That 
will  make  it  a  pleasure,  and  you  will  get  ten  times  the 
good-will  that  you  would  get  if  you  did  it  grudgingly. 

Serve  them.  y.     Good  goods.     You  can't  afford  to  lose  a  cus- 

tomer. There  is  nothing  —  absolutely  nothing — that 
keeps  customers  but  money's-worth  right  along.  So- 
called  advertising  may  get  an  occasional  customer;  but 
poor  goods  will  lose  you  that  customer  some  day,  and 
your  advertising  will  turn  out  to  be  very  costly  unless 
money's-worth  stands  back  of  it. 


MONEY-MAKING  9 

(For  a  possible  exception  to  this  see  note  under 
paragraph  4.) 

8.     Honesty.     The  best  policy  in  the  world  — so        Be  honest 

with  them. 

good  that  some  people,  not  naturally  honest,  have 
"  adopted  "  it  on  account  of  its  "  paying  "  qualities. 

People  are  better  judges  of  human  nature  than  of 
goods.  Your  customers  know  almost  nothing  about 
sugar  and  tea,  but  they  know  something  about  you, 
and  they  judge  your  sugar  and  your  tea,  to  a  very 
great  extent,  by  their  knowledge  of  you.  If  they  think 
you  are  tricky,  they  buy  of  someone  else.  Would  you 
yourself  buy  your  eggs  of  a  tricky  farmer  ? 

Under  this  head  comes  substitution.  If  a  woman 
orders  Royal  baking  powder  and  really  wants  it  because 
she  understands  how  to  use  it,  it  is  not  wise  to  send 
her  Schilling's  Best  just  because  you  can  make  more 
profit  on  it — no,  not  even  if  you  know  it  will  please 
her  better.  For,  if,  without  trying  the  baking  pow- 
der, she  finds  out  that  you  make  more  money  on 
Schilling's  Best,  she  may  suspect  you  of  putting  your 
interest  ahead  of  hers  in  this  and  in  other  matters. 
But,  if  you  persuade  her  to  try  Schilling's  Best,  that 
is  not  substitution;  it  is  a  proper  regard  for  your  cus- 
tomer's interest. 


10  MONEY-MAKING 

YOU  can  g.     Generosity.     A   powerful    means    of    success 

afford  to  be  ,  .      ,  ,      .    .   J 

more  than  when  wisely  administered  and  not  excessive.  Let 
honest.  your  customers  feel  that  they  are  always  sure  of  a  full 
money's-worth  at  your  store,  and  go  beyond  it  if  you 
can  safely.  In  fact,  wherever  it  is  possible  and  safe, 
let  your  customers  understand  that  they  may  bring 
back  what  they  don't  like  and  get  their  money. 

This  money-back  idea  we  think  so  well  of  that  we 
have  made  it,  in  connection  with  first-rate  quality,  the 
Generously  key-note  of  our  business.  We  don't  want  a  customer 
to  keep  our  goods  unless  she  likes  them.  We  would 
rather  have  her  good-will  than  a  profit,  so  we  say  to 
you :  whenever  your  customers  do  not  like  Schilling's 
Best,  give  them  back  the  full  price  that  they  paid  for 
it,  and  let  us  pay  you  the  full  retail  price. 

One  advantage   of  money-back  is:    it  takes  away 
the  risk  of  buying,  and  that  makes  buying  more  free, 
it  pays—  Another  advantage:    It  implies  that  goods  are  so 

mostly         good  that  customers  won't  want  money  back. 

because 

it  is  not  The  usual  way  of  advertising  goods  is  to  shout, 

common.        best,  fast  f  Best!!  BEST!!!    The  better  way  is  to  say, 

your  money  back  if  you  dorit  like  them;   for,  although 

people  are  not  good  judges  of  quality,  they  know  what 

they  like. 


MONEY-MAKING  II 

If  you  are  doubtful  about  the  value  of  "money  Money- 
back  if  you  dorft  like  it"  work  the  idea  hard  on 
Schilling's  Best — all  money-back  goods — and  see  what 
its  effects  are.  Then,  if  you  choose,  apply  it  to  some 
of  the  other  things  in  your  store  and  stand  the  loss  if 
you  have  to  (and  stand  the  increase  of  trade,  if  the 
size  of  your  store  will  permit).  But  whatever  you  do, 
do  it  freely.  Do  it  as  if  you  liked  it.  Make  your 
customers  feel  at  ease. 

But  money-back  is  expensive  when  goods  are  not 
right. 

10.  Windows.  A  man  shows  his  character  in  his 
face,  in  his  dress,  in  what  he  says,  in  what  he  does. 
So  should  your  store  show  its  character  on  its  face, 
in  its  dress,  by  what  it  says,  and  by  what  it  does. 

Let  your  windows  show  what  is  going  on  in  your      Don't  keep 
store.     Let  them  contain  your  latest  and  best  news.      ^"oJrldf 
Don't  put  in  sugar,  don't  put  in  soap.      Put  in  some- 
thing that  you  would   not  be  expected   to  keep,  or 
something  that  nobody  else  in  town  has,  or  something 
that  you  think  particularly  well  of,  or,  once  in  a  while, 
a  good  healthy  bargain,  or  something  beautiful— in 
short,  put  in  something  of  real  interest. 


12  MONEY-MAKING 

Change  your  windows  often — to  keep  people  in- 
terested and  curious. 

People  pass  your  store  every  day  and  have  no  idea 
what  good  things  you  have  in  your  store  unless  you 
show  them.  They  think  you  are  an  average  grocer, 
while  you  may  be  far  above  the  average.  And  yet 
how  can  you  expect  them  to  know  it,  if  you  take  no 
pains  to  tell  them? 

Put  in  signs  where  they  will  help  bring  out  the 
" point"  of  your  window;  otherwise  leave  them  out. 

ii.  Signs.  Your  signs  are  salesmen.  Let  them 
be  decent  and  neat  and  straightforward;  let  them  say 
something  and  mean  something.  .Your  store  is  for 
business:  to  sell  goods  in,  and  to  make  money  in. 
Anything  whose  purpose  is  not  to  sell  goods  or  make 
money  is  in  your  way.  If  it  is  pretty,  it  belongs  in 
your  house  but  not  in  your  store.  Of  course  there 
may  be  a  sign  so  charming,  so  full  of  pleasant  sugges- 
tion, that  it  makes  a  customer  bubble  over  with  good- 
will toward  the  article  advertised;  but  this  is  rarely  the 
case,  and  most  grocers  make  the  mistake  (cited  in  the 
beginning  of  this  book)  of  littering  up  their  store  with 
signs. 


MONEY-MAKING  13 

We  have  lately  made  some  signs  that  will  help  you 
if  you  use  them  right.  The  proper  use  for  them  is  to 
hang  them  where  they  will  not  interfere  with  anything 
and  where  they  can  be  easily  read.  We  have  tried  to  We  have 

J  '  some 

follow  our  own  counsel  and  have  tried  to  make  them       good  ones. 

straightforward  and  agreeable,  so  that  your  customers 

will  be  glad  to  see  them.    Below  is  a  fac  simile  of  one 

of  these  signs  reduced  in  size — the  original  is  7x11 

inches. 


o 

Schilling's  Best  tea 

makes 

meat  and  potatoes 
luxurious. 


MONEY-MAKING 


This  is  the  other  side  of  the  same  card : 


o 


Have  you  heard  of 

money^back  tea? 

We  sell  it. 


You  may  have  as  many  of  these  signs  as  you  want. 
There  is  a  catalogue  of  them  at  the  end  of  this  book. 
Each  sign  has  a  number.  In  ordering,  simply  give 
the  number.  They  are  all  printed  in  black  type  on 
white  cardboard,  like  the  sample  above,  and  have  a 
hole  in  the  top  to  hang  them  up  by.  They  are 
printed  on  both  sides,  one  sentence  (generally)  on 
each. 

They   should   help   your   business;    but  they  can 


MONEY-MAKING  I  5 

hinder  your  business  if  you  let  them  get  dirty,  or  use          A11  y°u 

re  want. 

too  many  of  them,  or  put  them  where  they  are  offen- 
sive, or  advertise  articles  that  you  don't  keep. 

Don't  keep  them  after  they  have  got  dirty  or  fly- 
specked;  send  for  more. 

12.  Newspaper  advertising.  What  we  said  about 
signs  is  true  of  newspaper  advertising  as  well;  but  in 
the  newspaper  you  have  more  space,  you  can  change 
your  wording  oftener,  and  you  can  be  a  little  more 
conversational. 

Let  your  advertisements  mean  business.  Let  them 
be  what  you  are  or  what  you  would  like  to  be:  straight- 
forward, modest,  frank,  winning.  Every  man  wants 

be  believed;   have  your  advertisements  believable. 

Some  men,  when  they  take  a  pen  in  hand,  become  do  it 

embarrassed;  and  they  try  to  cover  up  their  embarrass- 
ment with  big  words  and  high-sounding  phrases  and 
impossible  statements. 

The  fact  is,  it  is  hard  to  be  natural — so  hard,  that 
we  are  often  asked  by  merchants  to  help  them  in  their  and 

advertising.     In  response  to  these  requests  this  book        naturally, 
has  been  prepared,  these  signs  made,  and  some  ad- 
vertisements written.     As  these  merchants  have  asked 


:: 


l6  MONEY-MAKING 


YOU  are         us  to  advertise,  not  their  own  business,  but  Schilling  s 

welcome  .... 

to  our         xtetfj  we  have  confined  our  signs  and  written  adver- 
experience,      tisements  to  Schilling's  Best;  but  the  same  principle 
applies  to  your  business  throughout;  and,  when  you 
have  understood  it,  you  can  carry  it  out  yourself. 

Any  suggestion  that  you  can  find  in  this  book  is 
yours,  whether  you  sell  Schillings  Best  or  not. 

To  grocers  who  sell  all  of  the  Schillings  Best  com- 
modities (tea,  coffee,  soda,  baking  powder,  flavoring 

and  our  v        '  ° 

advertise-       extracts,    and   spices)    we    shall    be   glad   to   furnish 
ments.         stereotypes  (advertisements  all  ready  to  print  of  the 
various  commodities.)       Ten  sample  advertisements 
appear  below  and  on  the  following  pages. 

Schillings  Best 

tea  baking  powder 

coffee  flavoring  extracts 

soda  and  spices 

nanmeon,Uif  are  as  good  as  they  can  be 

you  choose.  1  •     1    i    •  r        i  •     1    1 

— not  prudishly  or  foolishly 
or  extravagantly  perfect. 

For  sale  by 

Blank  &  Co. 

234  Green  Street 


MONEY-MAKING  1 7 


Do  you  know  why  Schil- 
ling s  Best 


tea  baking  powder 

coffee  flavoring  extracts  Another. 

soda  and  spices 


are  money-back. 

They  are  such  as  you 
want  more  than  the  money 
they  cost,  whoever  you  are. 


Money-back  dealing-  is 
organized  honesty — safety, 
if  you  prefer  it.  isn't  this 

Schilling  s  Best 

tea  baking  powder 

coffee  flavoring  extracts 

soda  and  spices 

are  money-back  goods. 


so? 


1 8  MONEY-MAKING 


You   can    make    the    ac- 
quaintance    of     Schilling  s 


Why 

shouldn't 

they  try  tea  baking  powder 

.  coffee  flavoring  extracts 

soda  and  spices 


for  nothing,  and  welcome. 
Your  grocer  knows. 


There  is  no  patent  on 
goodness.  But  manufac- 
turers do  not  make 

Not  clever.  tea  baking  powder 

Just  true.  coffee  flavoring  extracts 

soda  and  spices 

so  good  as  Schilling's  Best, 
because  most  people  like  to 
be  humbugged. 


MONEY-MAKING 


What  are  Schilling  s  Best 

tea  baking  powder 

coffee  flavoring  extracts 

soda  and  spices 

good  for? 

Good    for  anybody  who  N^ovdery 

likes  good  things  and 
doesn't  want  to  pay  for 
adulteration. 


Schilling  s  Best  are,   on 
the  whole,  the  best 

tea  baking  powder 

coffee  flavoring  extracts 

soda  and  spices  A  little 

there  are.  That  is  as  near 
as  we  can  say.  No  —  your 
money  back  if  you  don't 
like  them. 


MONEY-MAKING 


Don't  expect  Schilling  s 
Best 

tea  baking  powder 

coffee  flavoring  extracts 

Can't  make                                         soda  and  spices 

oneassufis°d              to   turn  the   world    upside 

every  time. 


They  won't  ;  but  they  do 
take  some  of  the  wrinkles 
out  of  living. 


Spices  and  flavoring  ex- 
tracts are  favorite  nests  of 
adulteration  ;  perhaps  you 
don't  care. 

But  Schilling  s  Best  are 
pure  and  money-back. 


MONEY-MAKING 


We  pay  the  grocer,  the 
rocer  pays  you,  what  you 
ave  paid  him  for  Schil- 


grocer  pays  you,  what  you  ^^ 

have  paid   him   for   Schil-  makeyou 

understand 

lings  Best  thatwe 

mean 

tea  baking  powder 

coffee  flavoring  extracts  money- 

soda  and  spices  back. 

if  they  are  not  satisfactory 
to  you. 


These  advertisements  are  already  set  up.  They 
will  cost  you  nothing  except  to  put  them  in  the 
papers.  You  can  have  your  name  put  at  the  foot  of 
them  in  any  style  of  type  that  the  newspapers  in 
which  you  choose  to  advertise  uses;  but  we  recommend 
that  plain  small  type  be  used,  in  order  that  the  signa- 
ture may  not  take  the  attention  from  the  reading- 
matter.  We  use  this  method  ourselves.  We  have  a 
plain  story  to  tell  and  it  calls  for  plain  talk  and  plain 
type. 

We  cannot  catalogue  these  advertisements — they 
are  too  many,  but  they  are  all  along  the  same  line — • 


22  MONEY-MAKING 

"Your  money's-worth  or  your  money  back," — only  it 

is  said  in  a  hundred  different  ways. 

Talk  with  Qur  salesman  will  show  you  a  book  containing  the 

salesman.       the  rest>  ^  you  as^  nmi '>  but  here  let  us  tell  you  a  few 

of  the  subjects: 

Safety  in  buying  Schilling's  Best. 

Quality. 

What  Schilling's  Best  is  to  the  consumer,  grocer,  and  us. 

Money-saving. 

Strong. 

Money-back. 

Honest. 

No  adulteration. 

No  room  for  doubt. 

You  can  try  it  without  cost. 

For  fear  of  the  interests  of  several  grocers  in  a 
town  clashing,  we  shall  keep  close  record  of  the 
advertisements  sent  to  each  grocer;  so  that  no  two 
will  be  found  saying  the  same  thing  at  the  same  time. 
We  cannot  keep  this  close  track  of  signs;  it  is  too 
difficult  and  it  is  not  important. 


CATALOGUE  OF   SIGNS. 

Order  these  signs  by  number.  Each  sign  is  7x11 
with  rounded  corners  and  a  hole  in  the  top  to  hang 
them  up  by  like  the  fac  simile  on  pages  13  and  14.  get  the 

Our  variety  at  present   is  not  large;    but,   if  the        signs  you 
signs  take  well,  we  shall  make  more. 

We  may  not  happen  to  have  on  hand  the  exact 
signs  you  order,  in  which  case  we  shall  send  you  the 
nearest  that  we  have. 

These  signs  are  printed  on  both  sides.  In  the 
following  catalogue  each  sign  is  represented  by  a 
couplet  —  numbered : 

(  Many   customers   are   worth  more    than  a  few  big  profits. 
1  < 

(  Fair  profits  and  plenty  of  them  is  the  way  to  do  business. 

(  Twelve  ounces  of  Schilling's  Best  is  equal  to  sixteen  ounces 
9  J       of  any  other  baking  powder. 

) 

V  Schilling's  Best  baking  powder  is  fresh. 

(  Our  best  baking  powder  costs  the  same  as  the  next  best. 

3  "\  Your  money  back  if  you  don't  like  Schilling's  Best  baking 
(      powder. 


24  MONEY-MAKING 

/  Use  three-fourths  as  much  of  Schilling's  Best  as  of  so-called 
A  )       "  standard  "  baking  powders. 

V  Schilling's  Best  baking  powder  is  strong. 

/  All  baking  powders  claim  to  be  pure.     Schilling's  Best  is 
I       pure. 

j  Strongest   and    quickest-acting  —  Schilling's    Best    baking 
V     powder. 


'  You  can  live  without  Schilling's  Best  tea,  but  why  should 
you? 

More  tea-flavor  to  the  cent  in  Schilling's  Best  than  in  any 
other  tea. 


(  Have  you  heard  of  money-back  tea  ?    We  sell  it. 

M 

(  Schilling's  Best  tea  makes  meat  and  potatoes  luxurious. 


f  Every  package  of  Schilling's  Best  tea  is  a  sample.      Your 
j  J       money  back  if  you  don't  like  it. 

(  Schilling's  Best  tea  is  charming,  not  extravagant. 


•  Do  you  know  the  comfort  and  power  and  cheer  of  pure 
and  fine  tea?     It  is  in  Schilling's  Best. 

Fresh-roasted  tea  has  a  charm  not  to  be  found  in  other  tea. 
Schilling's  Best. 


MONEY-MAKING  25 

Get  Schilling's  Best  coffee  and  make  it  right. 

10  <! 

Is  your  coffee  exactly  right?     Why  not? 


Our  best  coffee  is  Schilling's  Best. 

11  •( 

Coffee  that  you  like  or  your  money  back.     Schilling's  Best. 


(Judge  coffee  by  taste  alone — not  by  name.     Try  Schilling's 
Best. 

ia<; 

(Of  course  it  costs  more  a  pound  than  poor  coffee.     Schil- 
ling's Best. 

/  We  will  grind  your  coffee  if  you  say  so;  but  it  will  taste  bet- 
\      ter  and  go  further  if  you  grind  it  at  home. 
13  / 

j  Schilling's  Best  costs  more  than  some  other  coffee.     It  is 
V      better. 


/  Do  people  pay  1 
j       can  help  it. 


'  Do  people  pay  too  much  for  flavoring  extracts?     Not  if  we 

1 

14- 


(Most  flavoring  extracts  have  water  in  them.     What  GO  you 
consider  a  fair  price  for  water? 


'  A  few  drops  of  Schilling's  Best  extracts  do  the  work  of  a 

spoonful  of  the  average.     Which  is  cheaper? 
15  < 

Flavoring  extracts  are  a  small  matter;  but  there  is  a  right 
and  a  wrong  to  it.     The  right  is  Schilling's  Best. 


26  MONEY-MAKING 


(You  spend  too  much  money  on  flavoring  extracts  unless  you 
use  Schilling's  Best. 

The   strongest  flavoring  extract  has  also  the  most  delicate 
flavor.     Schilling's  Best. 

The  poorer  you  are,  the  less  you  can  afford  to  buy  any  other 


j 

V 


/  The  poorer  you  are,  the  less  you  can  aff 
I       flavoring  extract  than  Schilling's  Best. 


j  Cheap  flavoring  extracts  do  no  hirm  except  to  waste  the 
V      money  that  you  pay  for  flavor. 

/  Schilling's  Best  soda  is  strong. 

i  Soda  is  like  people—  different.     Schilling's  Best  is  like  wide- 
V      awake  quick  people. 


/  It  takes 
1Q  '       effect. 

I 

(  Your 


20 


It  takes  more  of  one  soda  than  another  to  produce  the  same 
set 

money  back  if  you  don't  like  Schilling's  Best  soda. 

Soda  can  be  pure  or   adulterated,  strong  or  weak,  fresh  or 
stale. 


\  Schilling's  Best  soda  is  pure,  strong,  fresh. 

(  Don't   waste  your  money  and  your  cake  by  buyin 
/       spices. 

\  Schilling's  Best  spices  are  pure  and  fine  and  strong. 


MONEY-MAKING  27 


The  cheapest  spices  are  Schilling's  Best.     They  go   farther 
d  are  better. 


/  The 

22          an 

(  Your  money  back  if  you  don't  like  Schilling's  Best  spices. 


(  A  great  many  people  pay  spice  prices  for  adulterations  of 
/       various  sorts. 

(  Schilling's  Best  is  pure  spice — nothing  else — ground  fine. 


How  much  more  do  good  spices  make  your  cake,  cost? 


24  \  Schilling's  Best  cinnamon  is  three  times  as  strong  as  other 
'       cinnamon. 


25 


/  We'd  rather  sell,  you'd  rather  buy,  good  things.     Schilling's 


Best. 


(  High  in  quality  and  fair  in  price.     Schilling's  Best. 

(  Schilling's  Best  is  good  for  maker,  grocer,  and  you. 

26  < 

[  Schilling's  Best  makes  and  keeps  health.     Ask  us  how. 

f  Your  money  back  if  you  don't  like  Schilling's  Best. 

27  ~\  Who  wants  money  back?     I  don't,  I  want  more  Schilling's 
(       Bast. 


OUR  INTEREST 

This  book       is  clear  when  you  are  selling  our  goods  and  using 


costs 


our  sisrns  and  our  advertisements.      The  people  of 

money; 

this  country  want  pure  food  and  will  buy  it  when 
they  know  where  it  can  be  got.  We  make  pure 
food;  you  can  sell  it. 

But  suppose  you  don't  sell  Schilling's  Best.  You 
can't  help  seeing  that  the  way  to  win  and  hold  trade 
is  to  give  a  good  money's-worth  ;  and  that  the  way  to 
grow  is  by  right  advertising  —  honest,  manly,  gentle- 
manly, courteous,  advertising.  You  will  see  that  the 
basis  of  business  (no  matter  whose  business  or  what 
business)  is  confidence.  That  druggist  or  dry-goods 
merchant  or  political  party  or  minister  or  doctor  or 
grocer  will  have  the  support  of  the  community  who 
has  the  confidence  of  the  community;  the  way  to  get 
confidence  is  to  deserve  it,  to  value  it  above  —  yes, 
even  above  money-making,  for  a  while. 

If,  after  reading  this  book,  you  understand  money- 

but  we         making  better  than  you  have  understood  it  before,  we 

expect         shall  be  glad,  for  you  will  be  our  customer  one  of  these 

tom^ethe       days.    Our  business  is  to  make  money  by  helping  you 

back.          to  make  money. 


OF  THE 

;  DIVERSITY 


UNIVERSITY  OF  CALIFORNIA  LIBRARY 


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STAMPED  BELOW 


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